HIC Talk

One of the special charms of an international event venue located away from a huge city is that the centre does not work in isolation but it functions as a part of the community. And it is precisely for this reason that Harrogate is such a special destination for conferences and event.

The location of HIC on the cusp of the ruggedly spectacular Yorkshire Dales makes it really a unique venue. Moreover, whenever there is an event the local communities never fail to show their closeness and warmth to visitors, and it is the friendliness of the local community that keeps delegates and organisers returning year after year.

At Harrogate International Centre (HIC) we pride ourselves on delivering a first class service to our exhibitors and visitors. However, we are very aware of the occasional inconvenience caused by having a world class venue in the middle of a culturally rich place like Harrogate, which is why we work so closely with the local community. Read the rest of this entry »

Leading event organiser Brintex has announced a new law enforcement conference to take place at Harrogate International Centre later this summer.

Managing Director, Malcolm Taylor, explains why HIC is the venue of choice for this new conferencing event – Leading Change in Policing: “We needed a venue that could enable some 350 delegates to have both plenary and breakout sessions over three days and the versatility of the Queen’s Suite at HIC met all the requirements.  Having Hall D alongside is ideal for the accompanying exhibition.”

The event is supported by the Association of Chief Police Officers, which brings together the expertise and experience of chief police officers from England, Wales and Northern Ireland, and provides a professional forum to share ideas, co-ordinate resources and help deliver effective policing to keep the public safe. Members of the Association will be invited to attend the event to review and discuss the best strategies for achieving the aims and tough targets set independently by the Association, and by government policy. Read the rest of this entry »

A couple of months ago we featured in an article for Conference News looking at Towns and Cities, we previously featured some of the excerpts but following reader requests have included a little more!

When it comes to organising an event, there is often a choice for the organiser whether to hold it in a city or the countryside. The cities, of course have a huge amount to offer and that is ultimately their greatest selling point… choice.  From tiny meeting rooms in unusual art centres to stadia capable of seating hundreds of thousands, the major cities of the world can cope with anything.

As melting pots of culture and art, cities are a great place to live, they are awake 24 hours a day and full of excitement and energy.  For event visitors there are so many opportunities for entertainment, catering and creativity – almost anything is possible at almost any time of the day.  And for many the most important fact – breakout spaces and networking continues long after the main event in a myriad of different bars and clubs.

On the flip side there is the countryside, complete with its towns and villages.  Whilst it is the buildings that take centre stage in the cities, out in the country it is their very absence that is overwhelming.  Space to move, space to breathe (fresher air!) all add to the creativity of the event spaces available.  But it is the closeness and warmth amongst the communities that is often so powerful – an event for 5,000 passes unnoticed in a city.  However, in the country, in smaller towns, everyone becomes involved.  Delegates are quite literally greeted off the trains and welcomed by members of the local community, and it is the friendliness of non-city destinations that keeps delegates and organisers returning year after year.

But it isn’t all good news.  Both options have their failings.  Like all great things, the cities have their own hubris – their very size acting against them in the eyes of many delegates.  Where some see hustle and bustle, others see overcrowding, where some see excitement and chatter, others hear noise and smell pollution.  Transport links within cities suffer failures, but unlike towns, where a train delay frustrates a small number of people, within the cities they can develop into catastrophic situations with millions of frustrated commuters.

Going against the towns is lack of 24 hour culture.  Restaurants are limited to just three or four different cultures and there are likely to be fewer art galleries.  Out of the cities transport issues tend to have a lower impact, primarily because there is always the option of “jumping in the car”, or walking – parking not being such an issue – although the winter snow has of course seen certain areas cut off for days.

I have so far painted a rather black and white view, outlining pros and cons that may of course not even be relevant to some events.  Organisers are faced with many choices when planning their events, destination choice being just one of them.  You have to select the option that will appeal to all delegate types, the option that perfectly balances brand attribute with accessibility and budget.  With a decision this hard all I can say is – thank god that here in Harrogate we have the best of both worlds – the friendliness of the small towns, combined with the chic and modern offering of the big cities.

We recently featured in Conference News, discussing the issue of Towns and Cities.  Just in case you missed it we thought we would include some of the comment here.

When run professionally and creatively, conferences and events are an experience to be remembered for years to come.  Where brands are involved they are the live physical embodiment of everything the company means and wishes to express.  Consequently they are about far more than just a meeting room, conference hall or event space.

For most attendees and delegates an event begins when the invitation arrives on their desk and plans are set in motion – from this point onwards the organisers brand is under scrutiny and each element of the event will be reflected upon, critiqued and considered.  And perhaps more than anything else (even content in many cases) the location will impact their overall opinion of the event and be their longest lasting impression.  It should be made clear from the outset that we are not talking about venues here, we are talking about destination.

Why should destination be so important and what are the options we should consider above all others?  It comes down to human psychology and the fact that ultimately our negative opinions outweigh the positive.  Even at a family level, when asked how much we enjoyed our most recent week in the sun, we (particularly the British) respond with – “the delay at the airport was three hours”.

Amazing isn’t it – a week long holiday and we worry about an extra 1.7% in an airport.  Events are no different; the delegates will consider the whole experience, including travel plans, shopping, local people, atmosphere and occasionally even the content!

Cynics might suggest this is just guesswork, but research time and again proves the point – destination choice matters.  Take our own recent research as an example – of the clients interviewed destination was given an importance rating of 9.125 out of 10.  Destination types differ greatly in my opinion but it comes down to a distinct choice for me, country v urban – or as others would describe it – Towns v Cities.  We are not trying to be divisive or hold one above the other but it is vital to consider the gulf that lies between these two different worlds when deciding where to hold an event.

Bank holidays are great… a day out of the office, an extra long weekend, time with the family etc.

For many (but thankfully not HIC), they are also, a challenge as a whole day’s work is lost across most of the country, overtime rates increase and everyone relaxes a little more than they should in the run up to a three day weekend / four day week.  As a venue we are thankfully protected from some of these challenges by our flexible nature, long term planning and superb staff – but not everyone is so lucky.

There is an additional burden for the event’s industry in particular when it comes to the 29th April 2011.  This is the planned date of the Royal Wedding and an additional bank holiday created by the government with less than six months notice.  We, like many other venues had several events planned for April 29th, however, this announcement has made organisers think twice about whether their delegates will show up, additional costs are worth bearing and attendee attention spans with be high.  All legitimate fears, particularly now it has become possible for an employee to have eleven days away from the office with just three days on annual leave.

For many other venues this has created challenges as they attempt to move events to fresh dates.  For us, with such a large flexible venue this has not been a problem.  However, I imagine there are plenty of smaller venues felling the bite as organisers cancel due to the holiday but don’t re-book due to availability for alternative dates.  The industry, like so many others will lose money because of the event at a time we can ill afford it.

Major public events offer our industry a chance to show off its creativity and pageantry.  As a country we are world leading planners and a Royal Wedding is the perfect chance to demonstrate our abilities – I also recognise the Royal Family’s huge impact on our economy due to inbound tourism and their relative low cost.  However, a little more foresight and perhaps even some consultation regarding the consequences would have been appreciated.

Exciting developments at HIC as organisations book into the next decade…

Despite the current economic situation, many companies are forward planning years and sometimes decades ahead. With Harrogate International Centre (HIC) due to open new exhibition halls in 2011, it’s been a busy time for Sales Account Executive Nadene Lennon, who deals with Future Years bookings as well as the Associations sector. HIC and Harrogate have a very special relationship, with each feeding business to the other, and Nadine knows that without HIC, Harrogate would be a very different place – and without Harrogate, HIC wouldn’t be able to provide such an unique location for exhibitions and events.

Recently, Nadene has been very busy organising familiarisation visits – known as “fam visits”. Tailored to meet each client’s requirements, familiarisation visits give exhibition and event organisers the chance to experience HIC and Harrogate for themselves. Prospective clients are collected from nearby York, Leeds or Harrogate railway stations and given a tour around HIC. They also visit Harrogate and are shown around some of the hotels that will provide accommodation to delegates. The visit normally takes in lunch and sometimes dinner at one or more of the hotels, so that prospective clients can sample the food and view the rooms that delegates will stay in. It’s a fantastic opportunity for event organisers to find out exactly what Harrogate and HIC has to offer, and it is proving really helpful in securing new clients for HIC.

The familiarisation visits have led to some exciting bookings for Nadene, with one organisation booking HIC as one of three venues they will be using on a rotating basis in a ten year plan, with the third event booked for 2022! Another big booking is a series of three annual medical sector exhibitions between 2012 and 2014.

However, perhaps the most exciting booking Nadene has secured recently is one that will use the entire venue, including the new halls opening in 2011. Expected to attract over 3,000 delegates, the event should fill all the hotels in Harrogate and beyond, and it will deliver a huge boost to the local economy.  It will also add weight to Harrogate’s position at the heart of our knowledge economy as participants develop plans that will change the face of the medical industry for years to come.  In fact, this event will once again demonstrate the power of meetings and face to face experience – not just as a local economic stimulus and revenue line in  a venue and several hotel’s accounts – but as an influencer on global policy and the lives of real people.

With an additional 3,300 sq m of floor space, improved access to the conference centre and better green credentials, Nadene hopes that the new halls will encourage even more organisations to consider HIC in the years to come.

Alison Griffin, Head of Sales and Marketing at Harrogate International Centre recently wrote an article for Stand Out Magazine – further extracts from which are detailed below…

Destinations and venues need to focus on several key areas to excite and engage the audience.  Three of these include:

Marketing of the destination – no matter how little time they spend in a destination, event attendees will prefer to visit somewhere they actually like.  Somewhere clean, attractive and benefiting from the facilities they need.  The longer the event the more important this becomes, which is why it is vital to engage with the whole community and clearly demonstrate why you are not only capable of holding the event but have a destination-wide desire to.

Location – very different from destination, this is about geographical location and ease of access.  Events with delegates countrywide are likely to prefer somewhere central, with good motorway access, train links and an airport within twenty minutes.  A regional event on the other hand can afford to have less national links as long as the local infrastructure is in place.  In either case it is still vital to develop the destination-based links to ensure ease of access once the visitors arrive.

Going beyond the RFP – often the first stage in the planning is the RFP, which is often focused on the venue and essential facilities needed for the event.  Whilst it is of course paramount that this is completed correctly – and opportunities for embellishment are challenging – initial impressions count and this is an opportunity to make a difference.  Highlight the extra facilities you can offer: the links with the community, the newly installed equipment, the added value services that are free to organisers.

And finally – great service.  Despite the recession, despite this “time of austerity”, events go on and price is not the be all and end all.  Organisers still need to hold their events in a great destination that is easy for their audience to reach.  They need to know the hidden benefits’ of one venue and town over another and above all they need to be confident that everyone working on their event – from managing director to car-parking assistant will offer the best possible service and friendliest attitude to their visitors.

Alison Griffin, Head of Sales and Marketing at Harrogate International Centre recently wrote an article for Stand Out Magazine – extracts from which are detailed below…

Events move and there really is not much we can do about it… or can we?  Destinations and venues frequently face both the fear and excitement of an event move.  The fear comes from the fact that a “regular” is considering somewhere else, whilst the excitement revolves around the possibility of a new event.  The big questions of course are why the event is moving in the first place and what can be done to secure the business.

It is important to recognise the fact that different events move for different reasons. Regular (annual / biennial etc) conferences tend to be more flexible and often work on a rotational system, revisiting the same venue for several years or in a fixed pattern – sometimes because “it is the way they have always done it”, other times because of delegate locations or particular messages to be delivered at particular times.  Exhibitions on the other hand tend to stick to one location for longer periods of time and move for “a change” or because the organisers believe a different location will drive up visitor numbers.

However, don’t be fooled into believing that it is the organiser’s decision.  More often than not the need for a move comes from a far less controllable and harder to influence group – the audience and delegates.  If they are unhappy, they will make their problems known to the organisers and change starts to take place.  With this in mind, destinations and venues need to focus on several key areas to excite and engage the audience… More to follow!

The recent MIT Convention Centre Survey was once again an interesting read but doesn’t tell the whole story.  Cost is not everything.  In fact it is only a small part of what matters when requesting a proposal from a venue.  In our case it is all about the added value and the event management intelligence we bring to a proposal.  For years we have been providing exciting event solutions that represent far more than just space and catering – as can clearly be seen in a couple of recent examples.

For one conference, which took place during the World Cup, it was clear that the football would potentially detract from the event’s ability to maintain delegate attention, particularly during an England game.  Our simple solution was the conversion of our main auditorium to a giant cinema.  Time was made available in the event programme for the match and the delegates were invited to a special screening.  On arrival, each delegate received a couple of bottles of beer to enjoy the match, which was made all the more thrilling by the presence of several hundred other supporters in such an awe-inspiring space.  The client loved the idea, our team managed it perfectly… it is just a shame the England team forgot they were in South Africa to play football!

Another example has been our delivery of added value to a well known show.  We have worked closely with both the organiser and local businesses to produce a voucher book promoting the town, including several deals and discounts.  Every visitor will receive one and we expect it to bring an extra level to the event as delegates take the time to visit Harrogate’s cosmopolitan streets, shops, bars and restaurants.

As for the money… Of course there were costs involved in these ideas but we as a team managed them on behalf of our clients and most importantly such ideas in proposals demonstrate our creativity and added value.  We all have to make money but that should always be secondary to our desire and ability to provide a great service.



With so many quality venues around the country it’s often difficult to know which one is going to suit a specific event.  However, everything really boils down to three key factors, and if you get those right, the rest will follow:

STAFF

Top priority when choosing a venue has to be the quality of the staff. Visit potential venues and speak to staff first hand: as well as asking about the venue itself, don’t be afraid to ask about staff turnover and whether they are happy in their work. Happy staff will provide a far better service than a dissatisfied workforce. At HIC we have dedicated events planners who ensure that all our events run smoothly from start to finish. Find out who will be managing your event and make sure that they understand your needs and expectations.

LOCATION

So many aspects of successful event planning rely on the location. When choosing a venue, consider where delegates are travelling from; whether overnight accommodation is required; what sort of atmosphere you want to create; and whether you need leisure or relaxation facilities. Your chosen venue will make a huge impression on your delegates and will influence the direction your event takes. We of course have the flexibility to stage almost any size or style of event, while our accessible location in the heart of Harrogate offers delegates the chance to relax, shop or enjoy good cuisine.

FACILITIES

Every event requires different equipment or facilities, and the best conference venues will be able to accommodate your requests. Make sure any potential venue can provide everything you need, and check that they have an in-house IT specialist in case of technical problems. If you require catering or a “meet and greet” service, ensure the venue can provide this and remember to check if it is part of the conference package or an added extra. Another useful facility, part of the package at HIC, is an accommodation booking service which takes away the stress of your organisation having to find rooms for every delegate.

There are many issues that can affect the success of an event but finding the right location, checking the facilities beforehand and, most importantly, using a venue with dedicated and enthusiastic staff can make the difference between an indifferent or successful conference.